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Video Search Engine Optimization

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  • 1.  Quick review :Online video growth Part 2 : Video SEO Strategies Questions
  • 2. FIND SELL KEEP
  • 3.  Video = currently 55% of all Internet traffic Video = projected 90% all Internet traffic by end 2013 Average U.S consumer watches 22 hours of online video each month 22 hours = 299 unique videos per month  61 of the 299 unique videos watched are Ads = 20% Ad exposure rate
  • 4. 11 HOURS 7 HOURS
  • 5. 95% of car buyers use search engines to shop for vehicles Average consumer spends 22 hours each month watching online video (Comscore 2012) Combine Video’s power of sight,(2011 Auto Trader.com/ Polk Automotive Influence study) sound & motion internet search to connect where buyers spend Used car buyers the most time! New car buyers
  • 6. (2011 Auto Trader.com/ Polk Automotive Influence study) -  Average 70% of all searches are done on Google sites Average 65%+ of a dealer’s web traffic comes from Google searches  Less than 10% of car buyers click on the page 2 search results  Over 57%+ of search is now done on mobile devices  97%+ of mobile searches are done on Google
  • 7. Branded2011 Automotive Shopper Study HONDA ACCORD QUEENS Non-Branded 2012 ACCORD QUEENS  Consumer using search 10+ years  24/7 easy access to search on numerous devices including mobile  17/100 search terms car buyers type are new = more descriptive  Long tail search terms = 3 or more words > 20% yearly  Short tail search terms = 2 or less words < 10% yearly Result = car buyers get to destination on PG 1 of search which is called “Universal Search” in today’s world.
  • 8. • Websites • News • Micro-sites • Paid listings• Maps • Social Media • Images • Blogs• Reviews • Remarketing • Local Places • Video 50% of the time Videos show up in search?
  • 9. La Car Guy VW PPCLa Car GuyVWWebsites  95% of paid search impressions doLa Car Guy “NOT” get clickedVW Videos  87% of all traffic comes from Organic Search Website + Video + PPC = Max Market Share
  • 10. Brand Conquest Service ReputationNew & Used Buyers
  • 11.  Target in-market buyers & competing brands Average car buyer looks at 3 different brands  Highlight your brands features & advantages  Generate new online market share
  • 12.  Target buyers looking for used vehiclesLa Car GuyVW video  Minimize 3rd party listings  Minimize private seller’s listings  Reduce other dealer’s trade-in listings3rd party  Promote unique used carprovider specialswebsites  Generate your own 1st page real estate
  • 13.  Target service business  20% of service searches include GEO keywords  Push out Big Box service retailers Push out local repair/body shops  Promote services, amenities, specials… etc  Generate online market share
  • 14.  Target service business  20% of service searches include GEO keywords  Push out Big Box service retailers Push out local repair/body shops  Promote services, amenities, specials… etc  Generate online market share
  • 15.  Manage your Positive PG 1 Online reputation  67% of customers put “Post Purchase Experience” online 4 out of 5 prospects research your dealership  1 in 5 changed their mind based on unfavorable reviews  Promote trust & authenticity of brand in your market  Don’t sell cars for your competition!
  • 16.  Target in-market low funnel buyers Promote new models Highlight specific model features to buyers Highlight your dealership’s advantages over other local dealers Promote specials & incentives to get buyers to your website Maximize your PG 1 online market share!
  • 17. TITLEDESCRIPTION CATEGORY TAGS
  • 18.  Video content must be unique, no duplicates as this is SPAM. Video length < 2 minutes - target is B.F.C. looking for 3 P’s – get them to your website! Videos in search are NOT final destination as they are just a gateway to your website. Upload frequency is monthly, as search engines prefer new content, Video = time relevant. Upload to numerous video sites, so don’t put eggs in one basket/network. Manage each account per video site by using a spreadsheet to track. Make lots of videos (VIN specific walk arounds, service, how to, sales, branding, testimonials, community, financing, special programs, awards, amenities, location…etc) In addition, put testimonial videos on Facebook and website tab , but get signed releases! Quality video content is king! No shaky videos, and get a tri-pod if necessary. No white noise, be specific and get creative. Title, tags, categories, descriptions, comments, ratings are all important. Hyperlink URL’s, phone numbers, store address, maps are all important. Proper keyword optimization should be followed, so use variety , update keywords - don’t SPAM! Build an efficient process and be committed! It’s SEO, and takes dedicated time.
  • 19.  Video SEO is only 5 years old, and is NOT completely measurable like TV. Use as competitive product - dominate your online market share. Every % = sales and service $ Reduce your competition’s market share and get buyers to YOUR store! (Avg. car shopper looks at 5 different dealers websites before they go to the 1st lot, they visit only 2 now, don’t be one of the other three they NEVER visit) Manage your PG 1 reputation in search & push out customers unfavorable comments about your dealership - Don’t sell cars for your competition! Toot your own horn and be proactive with PR! View counts- 57% search is on mobile/tablet – views not always counted on shared FREE Wi-Fi IP’s View counts – not counted if not full view on most engines or if embedded on other sites Tracking Clicks- 90% of video sites don’t allow hyperlinks – they’re online TV networks Reality of Search example - people manage the research process and open new browsers Tracking phone numbers- Google panda SPAM rules & limited due to reality of search- Example Go after competing brands- average car buyer looks at 3 different makes in bottom of the funnel! Don’t let competing dealers employ this strategy & reduce your online market share!

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